Get the Biggest Bang for Your Buck in Brand Campaigns: Bidding Strategy to Lower the CPC

Regina reveals her strategies to effectively lower cost-per-click (CPC) while increasing impressions for successful brand campaigns.

Regina Bellows also emphasizes the significance of brand campaigns for your Google Ads success and how to protect your brand name from competitors by using the right bidding strategy for your business. Listen to this episode now.

Learn more about the new Solutions 8 Digital Marketing Services here: https://sol8.com/digital-marketing-se...

#googleads #digitalmarketing #googleadsbestpractices #ppc

Rachel: 00:00:11

We're going to talk about brand campaigns today and

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how to get the cost per click.

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down.

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you can also see that the impressions went

up, Money is going farther, bigger bang

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for your buck on this brand campaign.

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Hi

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everyone.

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Regina here with solutions eight.

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we're going to talk about brand

campaigns today and how to

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get the cost per click down.

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brand campaign.

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Just so everyone knows is a campaign

where you're just targeting people

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who are already looking for you.

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So someone who's looking for the name

of your business, you shouldn't have

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a lot of keywords in this campaign.

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It's only people that, they've

already been to your site.

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They know you there,

they're looking for you.

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So you might have only one keyword.

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if the name of your business has

a unique word, that is the name

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you could just use broad match.

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And that would be your entire campaign.

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Would that one keyword, some people

like to set up their brain campaigns

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with two or three keywords, maybe

phrase match, maybe exact match.

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if the name of your business is several

words, you might need to play with a

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couple of, phrase match and exact match

keywords and make sure that the search

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terms But the algorithm gets it right

that the search terms are targeting only

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people that have that are looking for you.

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That's their intent.

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And if you're not seeing that in the

search terms, then you're going to

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want to pivot and maybe choose more

exact match rather than phrase match.

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or add some more keywords.

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let me give an example.

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the name of your business is, hello kitty.

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United and, you put phrase match.

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Hello Kitty United and then the algorithm

is matching that keyword to search

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terms that are more like, kitties,

that say hello, Something like that.

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This is a terrible example,

but you get the idea.

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Then you're going to say, Oh, that

person's not searching for me.

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That's not my business

that they're searching for.

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So you're going to pivot and

maybe change it to exact match.

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Hello Kitty United.

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you might also want to have some keywords,

let's say, Hello Kitty United sells,

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services on how to start a Hello Kitty

you might want to try a phrase match.

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Hello Kitty international services.

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Hello Kitty international price.

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so that's what a brand campaign is.

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Why would you run a campaign like this?

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someday decide that you want

to protect your brand name.

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It's actually more than one reason.

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So the main reason is because you

want to protect your brand name

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from competitors who are bidding on.

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Your name as a keyword, So they're

trying to snatch your business.

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People who are looking for you

and show their ad at the top of

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the search results, no bueno.

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So you might want to run a brand

campaign so that you're always the first

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thing to show in the search results.

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And you don't want to rely on people

scrolling past all the ads and,

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clicking on the organic search.

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reason is because running a brand

campaign can, oftentimes it seems

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to really help the algorithm.

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To follow people through to the sale,

people who have clicked on the ads.

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and, I really can't explain why,

the algorithm tries to use a lot of

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different indicators to track people

from the first click, the second

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click all the way through to the sale.

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but sometimes it doesn't do a great job.

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So having a brand campaign there,

scoops up a lot of the people that have

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already clicked on one of the other ads.

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Now they're just coming back

to you and looking for you and

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buying, and it makes the algorithm.

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more easily be able to recognize

that G clip because it's

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coming back and attribute it.

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So you tend to get more conversions

showing in your Google ads account.

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onto the bidding and the cost per click.

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So a lot of people when they're

setting up campaigns, they are

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choosing a bidding strategy.

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going to go over set to settings and

we're going to look at the bidding,

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because that is what this video is about.

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in the bidding strategy, it gives

you a bunch of, a bunch of options.

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do you want to focus on

conversions, conversion value?

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These are recommended.

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Or do you want to focus on other

things like clicks or impression share?

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Not recommended by Google.

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And a lot of people will think,

obviously I want conversions, so

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I'm gonna, focus on conversions and

that's what Google wants you to pick.

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You guys, I highly recommend

focusing on conversions in other

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campaigns, especially when you have,

frequent conversion data points.

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That's when these recommended

conversion actions work really well.

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But if you're a small business or

if you're running brand campaign, my

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recommendation would be to make your

cost per click as cheap as possible

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and just try to show up on the top

of the page as much as possible.

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So you're going to tell the algorithm,

I want to target impression share.

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And where do you want your ads to appear?

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I want it to appear at the

absolute top of the results page,

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Not just at the top in the third ad slot.

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I want to be at the top of the top

because someone's looking for you.

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You don't want them to see

the competitor ad first.

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You want them to see you first.

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So absolute top of the results page.

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And you're going to tell it target

a hundred percent impression share.

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That's our main goal, right?

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We don't really care

if this person clicks.

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There are really hot

clicks or even converts.

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They're super hot lead.

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They already know you.

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Not only do they already know

you, but they're literally taking

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the time to type out the name

of your business and find you.

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So they're probably going to convert.

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what we want the algorithm to do is just

try to take the limited budget that it has

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every day and spread it as wide reaching

to protect the brand name as much as you

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can so that Your budget can spread far.

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You can get the cheapest cost per

clicks while also remaining at the

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absolute top of the results page.

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does mandate that you put

in a maximum CPC bid limit.

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you can play around with this number.

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I think it's different for everyone,

but you have to put something in here.

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So just choose a number that you want

to start with a dollar, whatever it is.

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and then if you, are not seeing

that your cost per click is going

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down to where you want it to be,

you can go in and start manipulating

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that maximum CPC bid downwards.

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I would not do it all at once.

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I would do it granularly, right?

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Like 30 cents at a time.

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just to show you guys some success

that we've had with this, I

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changed this on February 13th.

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So we're going to go into the brand

campaign and look on February 13th

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and up until yesterday and compare

it with the previous period.

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We're going to see whether

the cost per click went down.

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It sure did by a whopping 55 percent so

in the previous time period it was 1.

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93.

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Now it's only 85 cents.

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Knowing that the average cost per click

is 85 cents, I might go in and start

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manipulating my max CPC down a little bit.

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I think I set it to 1.

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maybe set it to 1.

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20, and see if I get any like negative

kickback from that, but again, mostly

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I'm just trying to protect the brand

name and get the cheapest cost per

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click while still remaining at the

absolute top of the search page.

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So as long as it's spending my budget

every day and I have the correct bidding

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strategy pulled up, I don't care too

much what the cost per click is rather

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more than I'm carrying that it's trending

downwards when I make this change.

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the impressions went

up, Money is going farther.

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bigger bang for your buck

on this brand campaign.

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Now, this is not the case

with non brand campaigns.

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If it's an inbound campaign,

you have a lot of competition.

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People are not warmed up.

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Then you're going to want to not use this.

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This bidding strategy because getting

a cheaper cost per click or more

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impressions is not necessarily a

good thing, It could be causing

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your click through rates to go down.

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It could be causing your

conversion rates to go down.

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It could be causing your average

order rally to go out down.

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So in those campaigns, it's much more

complicated, and you're going to want to

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try different things to see where the.

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Happy balance is, but in this

campaign, it's pretty straightforward.

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You want as many impressions as

you can at the absolute top of

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the search page for the money that

you have to protect the branding.

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All right.

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I hope this has been interesting.

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Go ahead and give it a try and let

us know in the comments, whether

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your brand campaign is going farther.

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All right.

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Thanks.

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